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Ads, fads, and consumer culture : advertising's impact on American character and society

Arthur Asa Berger 1933-

3rd ed.. c2007

Available at UDM McNichols Campus Library  UDM McNichols Library Stacks  (HF 5823 .B438 2007 )()

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  • Title:
    Ads, fads, and consumer culture : advertising's impact on American character and society
  • Author: Arthur Asa Berger 1933-
  • Description: 1. Advertising in American society -- Advertising as a puzzlement -- Defining advertising -- Advertising agencies -- A psycho-cultural perspective on advertising -- Running it up a flagpole to see if anyone salutes -- Commercials as mini-dramas and works of art -- Teleculture -- The Super Bowl -- Conclusion -- 2. Consumer cultures -- A cultural critique of advertising -- Consumer cultures defined -- Taste cultures and advertising -- The postmodern perspective -- Consumer culture and privatism -- Neiman Marcus and "couthification" -- Needs are finite, desires are infinite -- Mimetic desire -- Are there four consumer cultures, not just one? -- Classified advertising -- 3. Advertising and the communication process -- The Lasswell formula -- Focal points and the study of media -- The Lasswell formula and focal points -- A problem with the Lasswell formula -- Metaphor and metonymy -- 4. Running it up a flagpole to see if anyone salutes -- Lisa's morning : a fiction -- Lisa Greatgal's and John Q. Public's daily media diet -- Television viewing and exposure to commercials -- Our all-consuming passion for consuming -- The price we pay for "free" television -- The illusion of control -- Being a "branded individual" -- Selling oneself -- The problem of self-alienation -- We can choose as we please, but can we please as we please? -- The agony of choice -- Non-advertising forms of advertising --
    5. Sexuality and advertising -- Sex in advertising -- Sexploitation and anxiety -- The peach that became a prune : a cautionary fable -- The pseudo-poetic appeal to the illiterate -- Sex sells cigarettes -- The case of Joe Camel -- Sex and the problem of clutter -- 6. Political advertising -- Kinds of political advertisements -- The 1998 California primary : a "virtual" campaign for governor -- Questions raised by the "virtual" campaign -- The 2002 California campaign for governor -- The code of the commercial (and other political advertising) -- The emotional basis of partisan politics -- The death of the tobacco bill -- 7. The marketing society -- Statistics on advertising -- More comments on the illusion of freedom -- The marketing view -- The VALS 1 typology -- Using the VALS 1 typology : a case study -- VALS 2 : a revision of the VALS 1 typology -- Zip codes and kinds of consumers -- The Claritas typology -- Magazine choice as an indicator of consumer taste -- Types of teenage consumers -- Blogs and marketing -- A typology for everyone in the world -- A comparison of the different typologies -- A conclusion in the form of a question --
    8. Analyzing print advertisements, or : Six ways of looking at a Fidji perfume advertisement -- Lotman's contributions to understanding texts -- What's there to analyze in an advertisement? -- Analyzing the Fidji ad -- A semiotic interpretation of the Fidji advertisement -- A psychoanalytic interpretation of the Fidji advertisement -- A sociological interpretation of the Fidji advertisement -- A Marxist interpretation of the Fidji advertisement -- The myth model and the Fidji advertisement -- A feminist interpretation of the Fidji advertisement -- 9. Analyzing television commercials -- The Macintosh "1984" commercial -- A synopsis of the text -- The background -- George Orwell's 1984 and Ridley Scott's "1984" -- The image of the total institution -- The prisoners' boots -- The blond as symbol -- The brainwashing scenario -- The big brother figure -- The brainwasher's message -- The big explosion -- The inmates' response -- The Macintosh announcement -- The heroine as mythic figure -- Psychoanalytic aspects of the commercial -- The blond as mediator -- Alienated proles -- The big blue -- A clever marketing strategy -- The "1984" commercial and a bit of scholarly research -- 10. Where next? -- Drug advertising -- Children and advertising -- Battling for people's attention -- Appendix. Useful Web sites -- Glossary.
  • Local Note: acq2007mrk
    acq2007com
  • Publication Date: c2007
  • Publisher: Lanham : Rowman & Littlefield Publishers
  • Format: xxv, 217 p. : ill ; 24 cm.
  • Identifier: ISBN 9780742554436 (cloth : alk. paper);ISBN 0742554430 (cloth : alk. paper);ISBN 9780742554443 (pbk. : alk. paper);ISBN 0742554449 (pbk. : alk. paper)
  • Subjects: Advertising -- United States; Popular culture -- United States; Consumer education -- United States
  • Language: English
  • Source: 01DAL UDM ALMA

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